"Huawei products may not be the best, but so what? what is a core competence? select I without selecting a you are the core competence," Huawei boss ren zhengfei says. In China, the market is the core competitiveness, and market is the hostile soldiers fighting for the front, in the local community, Huawei Technologies with three flow sold out-of-the-art markets, and Huawei Cavalry had crossed the Afro-Asian-European, the flames to the Pacific Ocean on the other side of the United States. Technology is not a Huawei's core competitiveness, marketing is Huawei's core competitiveness, but Huawei marketing core core is Huawei marketing tie.
Huawei's marketing is how to forge iron army? below it are anatomy.
Huawei to build your own marketing there are five tips to tie: first strokes: shaping the "Wolf" and "solid" enterprise culture; Secondly, select the best people; third, the devil training; fourth, institutionalized personnel; fifth, effective incentive. Below is a a decomposition.
The first trick: create a "Wolf" and "solid" enterprise culture;
Huawei is a huge collective employs 2.2 million, of which 33% market staff, and the quality is very high, more than 85% are the famous University of Bachelor graduates. Specific human resource distribution as: Figure 1.
(Source: Huawei Chinese website)
17 years, Huawei performance is remarkable, in the history of Chinese enterprises is a unique example. Huawei relies on a spirit to such a great and high-quality team together, and the vitality of enterprises. Huawei found factor is team spirit-Wolf.
Huawei team's core is mutual. Huawei is advocating a "Wolf", but there are three characteristics of the Wolf: firstly, good sense of smell; second, swift; third, find prey collective attacks. Huawei that Wolf is a good example, you want to learn "the Wolf of the Wolf" Wolf of never outdated.
Huawei's "Wolf" is not innate. Modern society the staff team spirit of the enterprise, the enterprise only solved in order to obtain the chance of survival and development. Huawei on Wolf of persistence is an outsider.
"Leads to drinking to defeats the desperate xiangqing, phase-save" is a Huawei Wolf of embodiment. At Huawei, the Wolf of training is always a non-existent, low-key Huawei always put internal staff of neural tension. From the Huawei's winter "to" Huawei's red flag also playing? "they reveal a Huawei's sense, but concern for the future requires team unity, not missing the Wolf. Huaweiren that only in this way, Huawei will find winter coat.
Huawei's management model is the matrix management model, matrix management requirements within the enterprise to interact with the various functional departments, through the mutual aid network, any problems can make a prompt response. Otherwise it will reveal a matrix management biggest weakness: supervisors, responsibilities are not clear. While in Huawei's sales staff complement in efficiency high customer, let the opponents fear because Huawei from contract to practical providers as long as four days.
Huawei's reception capacity of the customer is a world renowned Japan's e-business leaders visit after the shock of Huawei, Huawei reception level is "world class". Huawei's customer relations in China to be summed up as "151 project" — a team, five instruments, a repository, which means "five visits to the company, visit the model shop, Conference, technical communication, management and business research." Customer service at Huawei is a system, Huawei almost all departments are involved, assuming that no team spirit inconceivable a complete customer service processes to complete successfully.
The Wolf is Huawei marketing team by team spirit, the spirit is very abstract, but also be easily distorted, which requires a security mechanism that allows the Wolf of either a thorough overhaul of the retention of this security mechanism is Huawei's corporate culture.
In China, culture was all enterprises that rotten, but really understand corporate culture and corporate culture strategy of enterprises, and Huawei. The enterprise culture is Huawei Huawei is an indispensable things. Huawei's corporate culture can be used in this way several words to sum up: unity and dedication, learning, innovation, benefits and equity. Huawei's corporate culture has a characteristic is: do it. Enterprise culture in China is not just a slogan, but the actual action.
Solidarity
Ren zhengfei in the to new employees in wrote: "Huawei's corporate culture is based on national traditions and culture on the basis of the corporate culture, corporate culture to glue unity and cooperation of all employees, walking groups struggle. With this platform, your intelligence to very good play, and achievement. No responsibility, and not very good at cooperating, not groups struggle, equal to the loss of the opportunity for progress in China. "Huawei disgust is individual heroism, advocate is team combat" leads to drinking to defeats the desperate xiangqing, phase. ”
Dedication
Can be divided into several levels, the first level is to dedicate my value huaweiren, make your team more excellence. As a member of the
Workers with good prospects, in local enterprises in second to none. The second level is for your own customer dedication value, on the one hand, through their own products to create value for customers; on the other hand, Huawei's marketing has surpassed most enterprises of dining with mode, while adopting a "marketing + consulting" mode, providing customers with telecommunication solutions. The third level is to society as a whole, entire communities offer Huawei's value. Realizing this value Huawei mainly through two aspects, one is the production of high-quality products, another is the creation of the Fund to repay the society, such as low students scholarships.Learning
In the communications industry, technology update speed competition fierce for other industries cannot be compared. If Huawei learning capability is not strong, will be eliminated. As for learning, Huawei also has its own point of view: "there are many more haste, hope you throw away the illusions, learning express Japan who do, Germany's meticulous professionalism. Real life can be a technical mastery is very difficult. You want to improve efficiency, treatment, only to focus on a limited number of face, otherwise it is difficult to practice makes perfect. What you all want to be, what I don't want to go, means nothing familiar, do any one thing for you is a learning and advancement opportunities are not redundant. Efforts to drill in and interested in nature. We want to bring up a batch of hardworking, have real hands-on% SI, capabilities and management skills of personnel. Opportunity favors the workers do. "Huawei after 17 years of development, basic become a learning organization.
As a qualified Huawei marketing person must have aspects of knowledge, such as product knowledge, expertise, marketing knowledge, sales skills, knowledge, communication and knowledge. For any one person, that knowledge is impossible is congenital. This requires the Huawei personnel must possess good learning ability, but also to develop the habit of learning; otherwise, the changes in the communications market is growing and increasingly competitive today, Huawei will be doomed to failure.
Innovation
Huawei esteem innovation. 17 years, Huawei to diligently pursue innovation. Huawei on innovation has also formed its own point of view: first, innovation is Huawei's biggest risk. This view is innovation. As Huawei's research and development capabilities compared with foreign peers, people vary accordingly considers that Huawei is not necessary for innovation. Second, Huawei innovation driven by customer needs and competitor's excellent, but also from China's struggle for internal staff. This solves the Huawei innovation power sources for Huawei found on innovation in the key. Third, innovative content primarily in the technology and management. Currently, the latter is the key. This perspective to answer a Huawei to where innovation. Fourth, the way in innovation, advocated a focused, concentrating, in pieces; advocate team battle, not in favour of individual heroism. This solves the Huawei's innovative way. Set up the limited strength of Huawei, to ensure the success of Huawei's innovation provides a method of protection.
Benefits and equity
Benefit is Huawei culture core, basis. Ren zhengfei said "Huawei to build enterprise culture is a prerequisite to establishing a fair and reasonable value evaluation system and distribution system". Benefit from the mean for the dedication of the staff of Huawei Huawei will give in return. Take the words of ren zhengfei is "we advocate Lei feng, Yulu and company's value and the value of the distribution system, never let Lei feng, Jiao Yulu who suffer, devotee will certainly get a reasonable return". Huawei absolutely convinced that rewards will venture under, Huawei's wage levels in Shenzhen is the highest national peers is the highest since Huawei believe high wages is the greatest motivation.
"Wolf" and solid corporate culture is Huawei is fundamental for Huawei.
Second trick: choose the best people.
Huawei recruitment approach has two methods, one is the social recruitment, another kind is the campus. For marketers, Huawei more keen to use campus recruitment of personnel selection. Huawei's campus is very professional, has already formed its own recruitment patterns.
Campus recruiting the first step: campus tour.
In each of the 11-12 month, Huawei will be at the National University-intensive city tour. Tour is Huawei and schools together, because now the employment situation is grim, and Huawei and can graduate in movers and shakers of the business, the school is willing to provide a stage for Huawei. And Huawei to recruit outstanding graduates the charges did head, like the first time into the famous colleges and universities, the talented folks are a snare in Huawei's flag. Promotion is also at the meeting of the general process is first introduced the basic situation of Huawei, including products, company status, culture, etc. Then arrange one or two Huawei in recent recruitment of new employees to participate in the recruitment of people on their own how to grow in Huawei's speech, the speaker isn't a seditious. The last is receiving resumes. During the tour, the careful huaweiren will give participating tour graduates provide a bottle of mineral water, make people feel Huawei is a very excellent and humanise the company.
Campus recruitment step 2: written examination
Interview in Huawei campus recruitment of link component maximum. In General, Huawei's recruiters in your resume to select some of the graduates of the company asked and notifies them to the written test.
Written primarily professional expertise and personal quality testing. Purpose is to review candidates on basic professional knowledge of mastery and the candidate's qualities, including the IQ, EQ and personal accomplishment, etc. Test as early as Huawei recruiting army before they're ready. Examination of design is a professional organization for the Department of human resources personnel. The retrial for as long as you follow certain processes do can ensure foolproof.
Campus recruitment step 3: interview
After the selection of the written tests, Huawei will notify the written test results good graduates to participate in the interview. The main purpose of the interview is to confirm that the job object
Capacity is in line with corporate requirements. The interview covers professional knowledge, personal knowledge and personal qualities. As a candidate Huawei company marketing department graduates, Huawei interview will mainly relate to the student's mastery of marketing theory, individual psychology, basic business quality. Huawei want pick a ideal can suffer, to respect for others and respect and humility can accommodate others to join their team.The interview will be having a lot of times, because an interviewer is not possible for candidates to be fully understood. For sales of the interview, General began the interview is the expertise, the interviewer is Huawei recruiting army drawn up by the marketing department. The next interview is about personal qualities, the interviewer is an expert of the human resources department. The last link of the interviewer is marketing's senior staff in, they have the final decision.
The entire interview process for 2-5 days, some may take longer. Candidates need to have patience, also prepared.
Campus recruitment step four: company visits and banquet
Interview of qualified candidates will be recruiting personnel organization visit Huawei in local companies, or be invited to negotiate a star-rated hotels. During this process, candidates can be more in-depth understanding of Huawei, and Huawei also want their can be very good. In order to attract the best students to join us. This session will play a program of agreements on the scene. Huawei to competitors recruiting talent circle before going to put into their own arms, don't give competitors a breathing space.
Through the above four off graduates, as long as they do not occur unexpectedly, they can bring in after graduation, diploma, degree certificates, send cards to Huawei company registration.
Third trick: the Devil's training
Enter the new Huawei staff will receive training of Huawei, for new employees, Huawei's training process is a regenerating experience. Huawei has formed its own training systems. In Shenzhen, Huawei has its own training school and training base. Huawei's all employees are trained, and qualified before they can post. Huawei also has its own online school, through this virtual school Huawei online for distribution throughout the world each place huaweiren training.
Huawei's training has the following characteristics:
1) training to become a habit. Training is no longer a Secretary in a new employee into or problem fighting, training is a salesman skills means that training is the salesman competent marketing work must, training is the ability of enterprises to improve sales employment.
2) training system (see Figure 2), a specialized training posts and trainer, training plans. Training is no longer filled up Leaky, is no longer a temporary arrangement, the company will be carried out according to plan an orderly; on the other hand, the organizations to establish internal trainer team and have external intellectual support and training team.
Source: Huawei Chinese Web site
3) training as an investment. Most of the cost of the training when the enterprise, and that most enterprises do not have training costs, not to mention the budget, the budget is guaranteed for training. At Huawei, training is no longer a cost, but the enterprise seeking development of an investment. Huawei for each year of training costs up to several hundred million dollars.
4) Huawei training materials prepared yourself. Mainly the Huawei new hire training materials for the topic of culture, the great customer experiences, there are the models of Huawei's products and technologies of training materials. Textbooks, used to have written from actual cases is extracted from the thought that makes easy to teaching materials.
5) training effect have strict examination and evaluation. The vast majority of enterprises in the instructor after the training, neither test nor evaluated. Huawei attaches great importance to the training effect view, appraisal and evaluation. New staff enter the Huawei company before a system training, training to carry out stringent qualification exam, only to pass the exam of the salesman will be hired. In addition, the results of training and promotion, a raise, into organizational linkages appraisal system.
Huawei training mainly 3, induction, training, laid the hillock in training. But these three training is a system:
1. induction training
Receive induction training of people mainly fresh graduates, training process across the length of time, content rich, evaluation of strict, for graduates of this experience is a purgatory, this training also known as the "Devil's training". Including minutes of military training, corporate culture, workplace and technical training and marketing theory and exercises in three parts.
Military training
Its primary purpose is to change the new employee's mental Outlook. Enable employees to learn not only to achieve the physical, but that we also generally have the following experience, first, the organizational, discipline and collective consciousness. Second, the increased sense of responsibility. Company leaders on military training work serious attitude, from the central security team of instructors high sense of responsibility and a high standard, deeply influenced each new employee will inspire everyone in their own workplace, forming the rigorous work style. Third, the hardships difficulties. These qualities, for marketers, is necessary.
Business culture training
Main let employees understand Huawei, acceptance and integration of Huawei's values. Through this training, so that new employees fully abandoned his original concepts and models, and filled it with Huawei's philosophy. Ren zhengfei in the to new employees in wrote: "the practice of innovation, but also created a generation huaweiren. You want to do all the expert?, from the grass roots have been in the company. Enter the company one week later, doctor, master, Bachelor 's, as well as in the original work units are made of disappearing, all with actual ability and responsible position, on your own evaluation and should be rewarded mainly depends on your work reflected in the contribution. "Training of sales staff instinctively believe your product is the best, and willing to go to the most difficult and most remote regions
Development of the market.Business culture training another primary purpose is to give employees brainwashing, let him believe that Huawei's products are the best. In Huawei's sales staff, and students just out of school more often than not have sales experience and rich life experiences of people more successful. Field sales staff usually 3 years may also have to wait 3 years, become capable of understanding the pros and cons of Huawei products sales staff have to leave this post. Period covered is then dry. "I want to ensure that a line of people always full of passion and vitality!" ren zhengfei said.
Workshop practice and technology training,
For marketers, this stage can help them understand Huawei products and development of technology. Including product range, performance, development of technical characteristics, etc. Let the salesperson on future sales of the product very well. For graduated from arts professional students, this session is very painful. Training content, density is high, but the content is your own previously didn't know, and very strict examination. If this link doesn't work, will be eliminated.
Marketing theory and exercises
As Huawei's new employees want to be a marketer who is not necessarily the marketing professional graduates, so marketing theory does not understand that marketing theory and knowledge of training is necessary. Marketing knowledge. These theories including consumer behavior, market psychology, positioning theory, integrated marketing communications, brand image theory, etc.
Theory and practice. At the end of the theoretical knowledge training, Huawei shall be given to new employees to engage in practical exercises at a time, the main content is to allow employees in Shenzhen City Road to sold some supplies. And provides merchandise sales price must be less than the price of the company's requirements, not the price high.
After the above training has a new man. Through training, you can basically driving out graduates bookish, is sent to the marketplace to psychology and mental preparation.
2. post in training
For marketers, Huawei's training is definitely not limited to training. In order to ensure that the entire sales force moment is full of passion and vitality, Huawei internal forming a complete and personal growth plans. Systematic, continuous charging for employees, enable employees to keep abreast of the latest communication technology advances, new methods of marketing and sales strategy.
The main forms of training is on-the-job training and on-the-job training, self-development and education development in the form of development, traditional education and online education. Increase sales through training of practical skills, ensure a line of marketing staff have sustained combat effectiveness.
3. training for laid-off workers
For various reasons, there are a number of sales staff is not suitable for this position, Huawei will be to provide training of these employees laid off. The main content is to post the required skills and knowledge. If employees are trained or not suitable for the original post, Huawei will give these employees with new job skills and knowledge training, continue to help them continue to grow.
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